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What we can learn from marketing-to-women fails and successes

When it comes to marketing to women, some brands know how to reach the target while others completely miss the mark. Here are two recent examples of a marketing (/M2W) fail and success, and what we can learn from them. M2W fail US-based IBM probably meant

Brands have ‘femvertising wrong’ – here’s what to do about it

Evidence that the old ad agency model is ready to evolve and recognise female audiences was recently unearthed on global level, at the ‘What Women Want: Beyond Feminism in Advertising’. Held by The Drum Network and Southpaw, the London-based panel debate among female ad industry

Should brands diversify their teams to reach women?

Too many car brands are still ignoring the female market, reports a recent Guardian article, despite the fact that women are responsible for 66% of decisions to buy new cars in the UK – that’s 70%, in Australia. Such companies aren’t recognising that women actually

Women’s portrayal in advertising evolving, exhibition shows

From high-heeled housewives holding cleaning spray, to bikini-clad models draped over cars, advertising has been representing women through a male lens for decades. But thanks to the growing number of female creative directors, photographers, typographers, art directors and others, the ad world’s portrayal of women

Digital differences with marketing to women vs mums.

There are digital differences between marketing to mums versus women as a whole, yet common misconceptions are still interfering with effective communications among brands, says a recent Media Post article. Here are the misunderstandings and how your brand can work around them. 1. Not all women aged 25-54

Being real with women builds brand loyalty

It’s one thing being able to reach women through marketing, but quite another to keep her coming back to your product. In a recent article, FastCompany spoke to some female brand leaders who’ve kept it ‘real’ with women, and in turn have gained loyal followings. Here